Why Godiva opens a café in New York – and why he has plans for 2,000 around the world

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The Belgian chocolatier Godiva wants you to think about it when you want a sandwich for breakfast, a salad for lunch or a coffee and a biscuit pick-me afternoon.

The 93-year-old confectioner opened on Thursday his first & nbsp;coffee in the United States, in downtown New York, with many premieres of its kind for a brand known for its high-end chocolate collection. For example, for 1,200 square feet of coffee, Godiva created and even the trademark Croiffle, or a croissant pressed in a waffle maker; designed his own coffee and teas, such as black tea with Godiva cocoa nibs; and created dark chocolate and white raspberry lava cookies inspired by her chocolate flavors.

"We want to be more engaged with our customers on different occasions and at different times of the day," said Annie Young-Scrivner, CEO of Godiva, in an interview. "One of our ideas is to think, how can we go beyond chocolate? How can we expand our brand? All we have done (at the café) is linked to our Belgian heritage and our chocolate roots. "

While Godiva already has & nbsp; About 50 cafes in Asia, the Middle East and Europe opened over the past five years, as well as a short-lived cafe inside New York's Penn Station inaugurated in January, Young-Scrivner has stated that The concept and menu of this new permanent cafe in New York are the result of a 13-month effort that involved a study of consumption and the adoption of best practices and information from coffee shops existing of the society in the whole world. About 85% of the New York coffee menu is new, said a spokeswoman for the company.

Why focus so much on this new café? Godiva sees a model that can be replicated and expanded to 2,000 cafés worldwide in six years, including 400 in the United States, said Young-Scrivner.

The combination of growing coffee business and distribution of chocolate products and packaged chocolate products in supermarkets, department stores and other locations will increase Godiva's sales fivefold over the next six years , coffees accounting for two-fifths of the company's total products. business, she said, adding that Godiva has 800 stores worldwide.

Young-Scrivner, a former Starbucks executive, refused to give specific financial information about the private company, sold by Campbell Soup to Turkish conglomerate Yildiz Holding for $ 850 million in 2008.

The global chocolate market is fragmented but growing faster than the overall confectionery market, according to Euromonitor market research data. As a sign of considerable growth potential, Godiva held a share of about 0.8% of the global chocolate confectionery market of $ 110 billion last year, ranking 17th, up from 5.2 % for Cadbury Group No. 1.

In the United States, Godiva held a 1.8% share of the $ 20 billion chocolate market, putting it in 14th place. Hershey's Reese and Mars M & M's each held approximately 13% of the US market in 2018,& nbsp;the data in the first two places, show data from Euromonitor.

The chocolate category is "increasing," said Young-Scrivner. "What is growing faster is the segment of super-premium chocolate in which we are."

Godiva's ambitions also reflect the growing trend of many traditional packaged food brands to open or open their own cafes and restaurants as they seek to cultivate better interactions and communications with consumers while meeting the growing desire to experience. Nutella hazelnut spreader, Kellogg cereal maker and Barilla pasta label are just a few examples of brands that have opened their own cafés or restaurants. Meanwhile, & nbsp;The former employer of Young-Scrivner, Starbucks, is & nbsp;expansion of its reserve concept, Roasters Reserve.

"We can determine what works or does not work, get direct feedback and change quickly," said Young-Scrivner. "When you look at many consumer goods companies, they do not (always) interact directly with customers."

So, how does the new Godiva café aim to stand out from the growing competition?

"What really drives the menu is the Belgian heritage," said Thierry Muret, head of the chocolatier of Godiva. "It's all about chocolate and waffles. We press the croissant into the waffle irons and incorporate waffle shapes and flavors into the menu. We fill these croissants with things that American consumers understand, but we also have milk chocolate and dark chocolate Croiffle. It's really Belgium. "

It is therefore not surprising that the coffee menu includes the Belgian signature waffles li & egrave; ge.

Godiva, which "entertains" mobile ordering and payment services and mobile delivery services, has not lost sight of the demands of Generation Y customers and other younger customers. Young-Scrivner said. & Nbsp;

"Consumers are running out of time," she said, adding that take-out choices were an important goal for coffee for increasingly eager consumers. "They do not have& nbsp;time to cook at home. We want to make sure we meet the needs of consumers and be an integral part of their lives. "

And that means opening the doors much earlier than its traditional stores at 6am.

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The Belgian chocolatier Godiva wants you to think about it when you want a sandwich for breakfast, a salad for lunch or a coffee and a biscuit pick-me afternoon.

The 93-year-old pastry chef opened his first coffee in the United States, in Midtown East, New York, with many premieres of its kind for a brand known for its high-end chocolate collection. For example, for 1,200 square feet of coffee, Godiva created and even the trademark Croiffle, or a croissant pressed in a waffle maker; designed his own coffee and teas, such as black tea with Godiva cocoa nibs; and created dark chocolate and white raspberry lava cookies inspired by her chocolate aromas.

"We want to be more engaged with our customers on different occasions and at different times of the day," said Annie Young-Scrivner, CEO of Godiva, in an interview. "One of our ideas is to think, how can we go beyond chocolate? How can we expand our brand? All we have done (at the café) is linked to our Belgian heritage and our chocolate roots. "

While Godiva already has about fifty cafes in Asia, the Middle East and Europe open over the last five years, as well as a pop-up cafe inside New York's Penn Station ushered in January, Young-Scrivner declared the new permanent position The concept and menu of New York coffee are the result of a 13-month effort that involved a study of consumption and consideration of best practices and knowledge of the company's existing cafes around the world. About 85% of the New York coffee menu is new, said a spokeswoman for the company.

Why focus so much on this new café? Godiva sees a model that can be replicated and expanded to 2,000 cafés worldwide in six years, including 400 in the United States, said Young-Scrivner.

The combination of booming cafe activities and retail chocolate distribution and chocolate-wrapped product distribution in supermarkets, department stores and other locations will increase Godiva's sales five times over the past six years. coming years. She added that Godiva has 800 stores around the world.

Young-Scrivner, a former Starbucks executive, refused to give specific financial information about the private company, sold by Campbell Soup to Turkish conglomerate Yildiz Holding for $ 850 million in 2008.

The global chocolate market is fragmented but growing faster than the overall confectionery market, according to Euromonitor market research data. As a sign of considerable growth potential, Godiva held a share of about 0.8% of the world's $ 110 billion packaged chocolate confectionery market last year, ranking 17th in the world, against 5.2% of the first Cadbury. .

In the United States, Godiva held a 1.8% share of the $ 20 billion chocolate market, putting it in 14th place. Reese de Hershey and Mars M & M each held approximately 13% of the US market in 2018, the data in the first two places, show data from Euromonitor.

The chocolate category is "increasing," said Young-Scrivner. "What is growing faster is the segment of super-premium chocolate in which we are."

Godiva's ambitions also reflect the growing trend of many traditional packaged food brands to open or open their own cafes and restaurants as they seek to cultivate better interactions and communications with consumers while meeting the growing desire to experience. Nutella hazelnut spreader, Kellogg cereal maker and Barilla pasta label are just a few examples of brands that have opened their own cafés or restaurants. Meanwhile, The former employer of Young-Scrivner, Starbucks, is expanding its reserve concept, coffee, which looks like a coffee museum.

"We can determine what works or does not work, get direct feedback and change quickly," said Young-Scrivner. "When you look at many consumer goods companies, they do not (always) interact directly with customers."

So, how does the new Godiva café aim to stand out from the growing competition?

"What really drives the menu is the Belgian heritage," said Thierry Muret, head of the chocolatier of Godiva. "It's all about chocolate and waffles. We press the croissant into the waffle irons and incorporate waffle shapes and flavors into the menu. We fill these croissants with things that American consumers understand, but we also have milk chocolate and dark chocolate Croiffle. It's really Belgium. "

It is therefore not surprising that the coffee menu includes waffles from Liège, the signature of Belgium.

Godiva, which "entertains" mobile ordering and payment services and mobile delivery services, has not lost sight of the demands of millennials and other younger customers Young-Scrivner said.

"Consumers are running out of time," she said, adding that take-out choices were a major goal of coffee for increasingly eager consumers. "They do not have time to cook at home. We want to make sure we meet the needs of consumers and be an integral part of their lives. "

And that means opening doors much earlier than its traditional stores, at 6am.

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